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Homemakers have long been the mainstay of marketing for consumer goods, and they continue to be the chief shoppers for their families. The traditional mass marketing techniques that once captured moms’ attention (and dollars) have lost much of their effectiveness in recent years, however. It’s no longer enough to buy TV ad time and create commercials that focus on happy housewives scrubbing their floors. Not only do today’s homemakers not watch TV with the same level of attention that they used to; they actively dislike TV advertising. The good news is that new technologies and media are giving marketers a wider variety of ways to capture moms’ attention and interest, and opportunities to interact with them in more meaningful (and profitable) ways.
Drawing on uniquely cross-tabulated Simmons Market Research Bureau survey data, along with government and private sector data sources, The New American Homemaker: A Look at Today’s Stay-at-Home Mom provides a snapshot of the modern American homemaker and identifies what works and what doesn’t with today’s stay-at-home mom by delving into her habits, behaviors, attitudes, and motivations—from her priorities when shopping for her family, to her feelings about new technology, to her attitudes about fashion.
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